Hasta La Creative!

Her move to Deutsch “was about having a seat at the table from the beginning, and not having Hispanic be a tactic at the end, or having to break it to a client that this strategy isn’t going to work for us [Hispanics]. It’s not about Spanish or English anymore. It’s about ‘Where do we reach this consumer and where do they consume their content?'” At Deutsch, her goal is to introduce Hispanic into planning at every step, she said.

So far, DLAtino has worked with a few Deutsch clients. Hispanic millennials were a target for a 7Up effort that partnered with seven DJs at seven events last year using electronic dance music, a type of music that wasn’t specifically Hispanic, like salsa or merengue, but overindexes among Hispanic millennials.

For Grupo Gallegos, Mr. Gallegos said, “We need to bring in the best talent that believe in the vision that to understand and deliver the total market you must embrace the multicultural audience, if you truly believe they represent the future.”

Continue reading at AdAge.com